Local is all about “Find Engines” – helping consumers discover what’s around them

In a previous post, I discussed the location based segmentation in Canada, stating that nowadays, in a more complex digital world, it is now more important than ever to tackle the digital complexity by focusing on the 360 view that combines the strength of the digital and traditional world. Depending on which location segment you’re targeting, your marketing investment needs to be adjusted.

In our study entitled From the Creation to the Evolution of Location Based Marketing released early this week, we managed to reinforce that advertisers need to think about reaching purchase–ready consumers through find engines rather than through search engines, where consumers can discover nearby businesses right when they need them. To quote my colleague in her recent post, “If advertising is all about gaining further exposure and driving more qualified leads, we therefore need to be mindful of differentiating media patterns in the markets where we look to spread our messages”.

Indeed, today’s market offers consumers a variety of platforms to conduct their local searches, with print, online and mobile options. Nonetheless, the platform that a consumer chooses is highly correlated to where they live. This is what advertisers need to realize to be found “here and now”.

In other words, for context-sensitive, real-time advertising that reaches consumers with intent-to-buy, different advertising solutions are needed for different markets. Here’s a clear example:

> Each of the 8 major consumer segments that are found in Canada’s Cosmo markets (Canada’s 9 largest urban markets) display tech-savvy attributes. That is, 100% of the consumer segments in Canada’s urban markets are tech savvy. Due to their being very comfortable with (and high users of) technology, consumers in urban markets are generally best reached via digital and mobile platforms.

> There are tech-savvy consumer segments in Canada’s other cities. However, in these markets, consumer segments that are both moderately tech-savvy and not at all comfortable with technology are also present. Local marketers in these cities therefore need to advertise across different platforms in order to maximize their target audience.

Geography is not the only key factor in determining how to reach consumers – age is also extremely important. What this means is that while consumers in large markets may be more tech savvy than their rural counterparts, there are still many consumers in urban markets who continue to use print directories to assist with immediate purchase decisions.

But what’s important to remember is that in Canada, the Baby Boomer and Senior (50s to 70s) markets have a significant share of wallet. When this share of wallet is paired with a strong intent-to-buy, these demographics become highly attractive. Advertisers therefore need to cover the platforms that these demos use. Thus, while mobile may be optimal for savvy, young urbanites, print is likely to be the best way to reach older consumers – regardless of where they live. Access to a wide range of adverting platforms is therefore the way to ensure maximum reach for local customers. And this is undeniably the YPG advantage.

From print directories to web directories, and from shopping portals to mobile sites and apps, the possibilities seem endless. But one thing is sure: Marketing will be more contextual, more relevant, and more about helping each individual consumer have a better experience.

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